Research On Communication Value Chain Of Mobile E-commerce According To Ecological Perspective

With the popularization of mobile internet and rapid development of mobile internet technology, Chinese mobile electronic commerce(e-commerce)has been full-brown and achieved new heights, which leads to the revolutions in traditonal business mode and changes in mass lifestyle. The booming of mobile e-commerce altered all aspects of society and economy. Therefore,the research of mobile ecommerce by scholars from different field was launched. The majority of research was focus on mobile e-commercial platform, business model and profit pattern.The study in new concepts such as mobile e-commercial information stream and ecological chain(eco-chain)was about to emerge.These research findings play a guiding role for the system construction and marketing of the mobile e-commerce. However, the research in communication patterns and value chain was rarely and the value of e-commercial communication was still to be explored.This thesis try to dissect,establish and optimise the communication value chains and modes from perspective of mobile e-commerce eco-chain.Firstly, the thesis analyses the current situation of mobile e-commercial marketing and communication by using the theory of mobile e-commercial eco-chain, information communication value chain and value co-production. Afterwards, combining with the typical examples of e-commerce in various types, the article analyses their communicating behaviors and patterns and construct their value chain models whose characteristics are also mentioned.Secondly, by analysing the instance and current situation of mobile e-commerce, the thesis raises questions exist in the communication progress of mobile e-commerce and propose the relevant solving and optimising strategies from the dimensions of mobile e-commercial platform and eco-system as well as the consumers.Finally, for observation and research discussed above, the developing trends of mobile e-commerce in future are proposed in this thesis.The meanings of this thesis are not only providing a new perspective in the field of mobile e-commercial marketing and communication, but also carring out systematic qualitative and quantitative analysis for mobile e-commerce which is a emerging industry and drawing a conclusion of the rules, features and issues during the evolution of this industry.